If you’ve listened to The Watch Files podcast or read much here at Grail Watch, you’ve undoubtedly heard me refer to industry folklore. Clever stories are often repeated in forums, articles, and conversations, but they are often not entirely true. Then there’s the industry marketing machine, pushing surprising narratives and a-list connections with little grounding in reality. Let’s take a moment to consider the ways that folklorists spot false information and apply these watch industry marketing.
The world of watchmaking has many aspects, from marketing to production to design to art, and companies have a mixed mastery of each. But something magical happens when it all comes together, and expresses the highest level of watchmaking. These pieces inspire and delight, rising above the simple function of time-telling or even product. To me, this is the essence of haute horology!